Innovation is the New Black
http://www.uie.com/articles/innovation_from_experience_design/

Spool, Jared M.
User Interface Engineering
2006

Abstract:

Apple and Netflix gained insight by investing in understanding the current experience of their potential customers. Those insights led to industry-changing innovations that have made an indelible impression on businesses everywhere. As innovation is now the new black, experience design is the fabric of new insight. The work designers do is now the hot spot to be.